MANCHESTER – The Muslim Lifestyle Expo (MLE2017) is a toddler in business terms. Launched in 2015, it should now be in the midst of the ‘J-Curve balance,’ beset by issues, commercially struggling, before gradually maturing into a market place contender.

Entering Hall 3 of Event City, Manchester for this two-day exhibition of Muslim entrepreneurship, it was immediately clear, that, like the crowd in attendance, MLE2017 refuses to be confined or defined by low expectations.

From Oud scented candles to plush Lodge holidays there were 6,000 square meters of food, fashion, art and seminars to absorb.

Initially conceived just four years ago by the Mirza business family, their research and networking revealed a commercial gap. There was simply no ‘one-stop-shop’ for Muslim exhibitors and rising entrepreneurs.

Rauf Mirza, the elder brother, is Co-Founder and Director of the Expo. He told AboutIslam of the concept behind MLE’s speedy success.

“We basically started thinking about events going on in the country which were single sector; weddings, fashion or food. The key driver for us was to create a platform where all sectors could come under one roof and showcase the best of Muslim lifestyle.”

Here, even the Muslim charity sector must raise its game to fit the expectations of a growing middle class in the Muslim community.

On the Human Appeal stand, there was a treadmill. Youngsters competed to walk the furthest carrying large containers. To experience how millions of children, globally, struggle to access water. Saturday afternoon, the maximum distance a UK child had managed was a telling 160 meters.

Drab railings of glum abayas and hijabs strewn across counters are a far distant nightmare. This is Generation M’s market place and they aren’t willing to compromise on quality or presentation.

Tasneem is the founder of the pre-teen clothing label Black Seed and Honey. Her sleek, minimalist stand, would not look out of place as a shop front of High Street Kensington. Her vision, like all those AboutIslam spoke with, extending beyond the commercial.

“Our clothes are ethically sourced from Bangladesh. The workers are paid properly. We are making conscious and empowering clothing. We want to make the under 14s proud to be Muslim all the time.”

Some who visit MLE2017 may question the apparent focus on glossy externals, even vanity. Backstage at the fashion show, young Asian women were as gossipy and glossy as anything London Fashion Week has on offer.

Katy, the English mum who appeared on the C4 documentary ‘My week as a Muslim’ would find little here to feel uncomfortable with.

Integration or Assimilation?

Are we still being defined then, I wondered, by the need to be the ‘same’ in order to thrive in European cities and in business? What of our ethical differences and those beautiful morals of our faith?

Rauf Mirza is clear about the exhibition’s focus and agenda.

“It’s not messaging,” he says, “This is enterprise, energy, and ability. We provide a platform to engage the mainstream.”

The heart of the expo features a vast art installment, avenues of work by a variety of artists which would benefit any modern home, whatever the owners background.

Samir Mailk is a calligrapher artist and designer. He is exhibiting for the second year running.

He told AboutIslam: “The art scene has grown and is so exciting. As Muslims, we are finding our inner voice and sharing it with the world. This needs to happen in the public domain, in a beautiful way so people get to see that side of Islam.”

Muslim Millennials see the world through a lens. One that rather than focusing on the political repackages the conversation with creativity and confidence. A generation previously sidelined by frustratingly closed organizations is emerging as creatively and financially independent as a result.

Aminul Hoque is the twenty-something children’s nurse who has co-Founded of Amin And Yasmin. The business, less than a year old, makes materials such as flashcards and books teaching Islamic sign language. She teaches me to sign ‘Muhammad’ ‘Allah’ and ‘Bismillah.’

“We have a lot of deaf Muslims asking us basic questions about signing in Islam. We want to help the hearing community to connect. It is part of our duty to action this. We are about realizing social causes and putting resources out there.”

Intelligent, robust, western and Muslim, Generation M is diverse, affluent and street smart. Their identity is emerging as focused on lifestyle choices compatible with their daily life, whilst tied to ’tayyib,’ ethical thinking.

They have maneuvered beyond the last generations social confusion, combining a lifestyle that demands modern products and services with homes scented by Oud candles and abundant with Islamic imagery and emotional connectivity.

Being Muslim and British has come of age. The emerging movement may only be a few years old, but it’s taken its first steps in ethical cool.